Getting publicity for your interior design business can be a difficult task, but it’s an important growth methodology for brands and businesses in the industry.
Many designers dream about getting published in the biggest media outlets, yet they are not quite sure how to leverage the publicity or quite frankly: how to generate business from the publicity.
In my work, I often help designers to set up systems for publicity, as part of their expansion marketing engines.
In this article, we discover
- why publicity is important
- what’s the difference between editorial and advertorial content?
- when you should start getting publicity for your interior design firm
- how to go about it
- how to leverage the publicity you get
Let’s dive in!
Interior Design Publicity – Why It Matters?
Getting publicity for an interior design firm is important for several reasons:
- Attracting potential clients: Publicity helps to increase the visibility of an interior design firm, making it easier for potential clients to find and learn about the firm’s services.
- Building credibility: Positive publicity can help to build the credibility of an interior design firm, demonstrating its expertise and experience in the field.
- Establishing a brand: Publicity can help to establish an interior design firm’s brand and differentiate it from competitors.
- Expanding reach: Publicity can help to expand the reach of an interior design firm beyond its existing client base, increasing its exposure to new audiences.
Overall, getting publicity for your interior design firm can help to increase its visibility, credibility, and reach, ultimately leading to more business opportunities and growth.
Print vs. Digital Publications
Print publications are the traditional glossy magazines that you see on newsstands. They have a long lead time, meaning that you need to submit your pitch several months in advance.
Digital publications, on the other hand, have a shorter lead time and can be more flexible with their content.
When deciding which publications to target, consider the readership. Print magazines tend to have a more affluent and established readership, while digital publications may have a younger and more tech-savvy audience.
Targeting the Right Magazines
To increase your chances of getting published, you need to target the right magazines. Look for publications that cover topics that are relevant to your interior design specialty. For example, if you specialize in eco-friendly design, look for magazines that focus on sustainability.
It’s also important to consider the tone and style of the magazine. Look at the type of content they publish and the style of their photography. This will give you an idea of what type of content they are looking for and how to pitch your ideas.
Editorial vs advertorial – What’s The Difference?
An advertorial is written because someone paid for it to be written. So if you want to get specific media coverage, for example, to feature your newest product line, you’re looking to purchase an advertorial in a magazine.
Editorials, on the other hand, are written because the story or content is deemed to be relevant, timely, or newsworthy based on its subject matter alone. Editorials are not designed to promote your business but to cover newsworthy topics and happenings.
When should you start getting publicity for Your Interior design firm?
Publicity for your interior design business is an effective way to build awareness and get new clients, but it’s important to know when the time is right to start. Too early, and you might not have enough work to show off, or you attract the wrong types of clients to your business; too late, and your competition might be well ahead of you.
There are several things to consider when planning your publicity strategy, but first, let’s talk about the essentials:
- Have you defined your signature style and brand voice? Getting publicity requires strategic work, and the better you know what your brand voice is, the easier it is for you to communicate it.
- Do you have an offer that is ready to be sold? Publicity does not necessarily mean that your phone is ringing around the clock, but if it does, do you have your offer structure in place?
- Have you built your sales systems, meaning: you actually can leverage the publicity and turn it into customers?
What to do to get publicity for your interior design firm?
So, how do you go about getting publicity for your interior design firm? Let’s find out!
Develop a unique style and brand voice
In order to become a successful designer, it is important to develop a unique voice and style. This means finding your niche and identifying your own style and voice. It may take some time and practice to find your style and voice, but it is worth the effort. Once you have developed your style and voice, you can begin to publish your work knowing that the right audience will be attracted to it.
Building a reputation as an expert in your field can take time, but it’s well worth the effort. When people think of experts, they think of leaders in their field who are knowledgeable and credible. Establishing yourself as an authority will help you gain the trust of others, which can lead to new opportunities, both professionally and personally.
There are several things you can do to become known as an expert. First, make sure you’re well-educated on the topic you want to be known for. Next, share your knowledge with others by writing articles, giving speeches or presentations, or participating in online discussions.
Finally, be active in your community and support other experts. Showing that you’re a leader in your field will help you build a successful reputation as an authority.
When you work through your Power Positioning™, you will also find your brand voice, which in turn helps you get clarity on what you offer, to whom, and what it means to them.
Research Editorial Calendars
Many magazines publish editorial calendars that outline the topics they will be covering in upcoming issues. This is a great resource for interior designers looking to get published. By researching editorial calendars, you can identify topics that align with your design specialty and pitch ideas that are relevant to the magazine’s editorial focus.
When researching editorial calendars, look for themes or topics that are relevant to your design specialty. For example, if you specialize in kitchen design, look for issues that focus on home renovation or entertainment.
In conclusion, understanding the media landscape is essential for interior designers looking to get published in glossy magazines. By knowing the difference between print and digital publications, targeting the right magazines, and researching editorial calendars, you can increase your chances of getting your work featured in the media.
Create valuable content on your own channels first
In order to create valuable content, you need to start by creating content on your own channels. This way, you can control the message and ensure that it is high quality.
Additionally, you’ll be able to better understand what your audience wants and how they respond to your content. When you publish for your audience relevant content, you automatically become better at creating content for other media outlets.
Social media provides an easy and inexpensive way to distribute content and connect with customers, vendors, and media, and get publicity for an interior design business.
There are many different social media platforms available, so businesses should choose the ones that best fit their target audience and goals. Facebook, Twitter, and LinkedIn are all popular platforms that allow businesses to share articles, images, and videos with followers. These platforms also allow businesses to connect with customers directly, answering questions and addressing complaints.
Other social media platforms such as Pinterest, Instagram, and TikTok are great for showcasing products or services. YouTube is ideal for creating inspirational videos, commercials, before-and-afters, and tutorials.
Create your media kit
Once you start approaching media outlets, you should have a media kit ready. A media kit typically includes images, your bio, and your previous media, something that you always keep building when you get more media opportunities.
Target the media you want to be seen in
When you start looking to get publicity for your interior design business, the first step is to target the media outlets you are interested in being featured at. The best way to approach media is to start connecting with the lowest-hanging fruits, ie media that is easier to approach than the top media outlets.
Find the editors online and become a helpful source of information and expertise. You can pitch the editors and writers directly as long as you have relevant stories to share with them.
Media professionals are always looking for stories and great angles. However, it’s not their job to promote your business. Your story needs to be relevant to their readers, otherwise, they won’t feature you and your business. If you want to get a full-on promotional article, then the alternative is to purchase an advertorial.
Use the staircase method
If you use the staircase method to get media, you will have a great chance to be featured in the top media. You will first target your local media, for example, the local newspapers. Once you have got publicity in those outlets, you can approach the next tier of media, for example, a niche publication in your country. After you have been covered in the national niche media, you can use those media mentions to reach out to even bigger media opportunities.
Stay up to date with trends and happenings
A great way to create relevant topics that you can pitch to media outlets is to always keep up to date with trends and happenings. For example, a local newspaper would love to feature your take on the latest interior design wellness or color trends.
That content is most likely highly interesting for their readers, and if you have an expert view of the industry and trends, they’d be happy to feature you as a subject matter expert. This, in turn, can easily feed your pipeline with new local clients.
Create press releases and media pitches
Get into the habit of creating press releases and use the tools available for distributing them to the relevant media. Here are some of our favorite tools:
You can create media pitches, but the recommended approach is to target a specific media platform and the relevant contributors, rather than just sending a mass message such as a press release.
Prepare High-Quality Project Photos
Before you even think about pitching your project to a magazine, make sure you have high-quality photos of the space. These photos should be well-lit, in focus, and showcase the unique aspects of your design.
Avoid using photos that are blurry, poorly lit, or cluttered. You want to make sure your photos showcase your work in the best possible light.
Partner with a Photographer
If you don’t have experience taking high-quality photos, consider partnering with a photographer. A professional photographer can help you capture the unique aspects of your design and provide high-quality photos that will catch the eye of editors.
When working with a photographer, make sure to communicate your vision and the unique aspects of your design that you want to showcase.
Scout Shots for Exclusive Features
If you’re looking to pitch an exclusive feature to a magazine, consider scouting shots specifically for that feature. This can help you provide unique visuals that haven’t been seen before.
When scouting shots, look for unique angles and perspectives that showcase the best aspects of your design. Keep in mind that exclusivity is key when it comes to pitching exclusive features, so make sure the shots you provide haven’t been seen before.
Getting your interior design project published in glossy magazines involves navigating the approval process. This process includes understanding rights and permissions, preparing a media kit, and resubmitting for coverage. Here is what you need to know:
Understand Rights and Permissions
Before submitting your project for publication, you need to get permission from the homeowner. You also need to ensure that they are happy to be part of the story, which could include having their photo taken in the home as well as an interview. Make sure to explain to the homeowner what the process involves and what they can expect.
It is also important to understand the rights and permissions involved in submitting your project. You need to ensure that you have the right to use the photographs and that you have obtained the necessary releases from anyone featured in the photographs.
Be sure to read the fine print and understand the terms and conditions of the publication you are submitting to.
Resubmit for Coverage
If your project is not accepted for publication, don’t give up. You can always resubmit your project to other publications. However, before doing so, take the time to review the feedback you received from the publication that rejected your project. Use this feedback to improve your project and your media kit.
When resubmitting your project, make sure that you are targeting the right publications. Do your research and find publications that are a good fit for your project and your brand. You may also want to consider hiring a publicist to help you navigate the submission process and increase your chances of getting published.
In conclusion, navigating the approval process for getting your interior design project published in glossy magazines involves understanding rights and permissions, preparing a media kit, and resubmitting for coverage.
By following these steps and being persistent, you can increase your chances of getting your project published and gaining valuable exposure for your business.
How to leverage the publicity you get
When you have received publicity, it’s important to leverage it over the years to come. Yes, years! How to do it?
- List your media mentions with logos on your website
- Email your clients and prospective clients and share the happy news
- Share it on social media
- Mention it in your bio
- Update your media kit too!
Read also: a simple system for social sharing
How to get publicity for your interior design business
Publicity is an important part of any business, especially a new business. It can be difficult to get the word out and attract attention to your company but with the right strategy and a systematic approach, you will eventually get the publicity your business needs and deserves.